Case Study: The Impact of In-Market Visits on International Student Recruitment at the University of Hartford
The University of Hartford, a small yet distinguished and nationally ranked institution located in West Hartford, Connecticut. It is renowned for its focus on preparing students for the workforce, offering programmes that prioritise employability, and for its welcoming community. By 2023, the university had a diverse student population representing 51 nationalities, embracing cultures from around the world.
In 2019, the University of Hartford set out to increase its international student enrollment while also diversifying its campus community. To achieve these goals, they sought strategies that would enhance their visibility in key international markets and build strong relationships with agents, students, and local stakeholders. The university partnered with Study Group to implement two tailored solutions:
- Direct-to-Enrol Solutions: marketing, recruitment, and admissions services, connecting Hartford with high-quality international students and guiding them through the entire enrollment journey
- International Pathway Program: delivering on-campus support to help international students transition academically, culturally, and linguistically into life in the U.S.
"Study Group is a key partner in helping us to reach international students."
— Dr. Katherine Black, Provost and Vice President for Academic Affairs, University of Hartford
The Shift in Strategy: A Focus on In-Market Engagement
In 2023, Study Group placed new emphasis on in-market engagement for partners, with a view to complement digital recruitment efforts with face-to-face interactions. This approach allows institutions to better connect with international students, offering a personal touch that is often crucial in the decision-making process.
For the University of Hartford, this shift manifested in a series of in-market visits designed to enhance their international visibility. Study Group facilitated the university's participation in a 2023 tour, incorporating visits to seven key international markets: Bangladesh, Nepal, UAE, Taiwan, South Korea, and Thailand. The primary objectives of these visits were to:
- Increase the university's visibility and brand recognition in key international markets.
- Build and strengthen direct connections with Study Group's network of over 3,000 agents.
- Present a more informed, culturally aware, and personalized message to prospective international students.
- Enable university representatives to immerse themselves in local education systems and cultural contexts, deepening their understanding of the prospective students’ experiences.
Execution: Maximizing On-the-Ground Impact
Dr. R.J. McGivney, Associate Vice President for Graduate and Professional Studies at the University of Hartford, led the initiative alongside Study Group staff. Study Group also provided logistical support, including covering expenses related to accommodation, food, and local transportation throughout the two-week tour.
During the trip, Dr. McGivney and the team visited one to two cities per country, allocating time for a mix of activities including:
- Meetings with multiple local agencies
- Hosting student recruitment fairs
- Delivering presentations at schools and universities
- Engaging in networking events, including special dinners and local cultural experiences
This balanced approach allowed university representatives to connect with agents, students, and educational institutions while also gaining valuable insights into local cultures and education landscapes.
Results: A Significant Boost in Applications and Enrollments
Through a series of meetings with approximately 20 agencies and interactions with an estimated 200–250 students, the University of Hartford significantly bolstered its presence in the target countries. The tangible outcomes of these visits were seen in 2024 when the university experienced:
- A 31% increase in applications from the countries visited.
- A 169% increase in enrollment confirmations compared to 2023, specifically from those markets targeted during Dr. McGivney's tour.
"Study Group staff on the ground are excellent to work with, and the organizers of the trip provided a good balance of activities."
— Dr. R.J. McGivney, Associate Vice President for Graduate and Professional Studies, University of Hartford
Conclusion
The success of the initiative demonstrates the powerful impact that direct, on-the-ground engagement can have on international student recruitment. By blending personal interactions with strategic marketing, the University of Hartford was able to significantly strengthen its international student pipeline.
It not only increased the university’s visibility in key markets but also deepened relationships with local agents and prospective students, leading to a significant boost in both applications and confirmed enrollments.
Through these efforts, the University of Hartford continues to build a more diverse and globally connected student body, strengthening its reputation as a leader in preparing students for global employment opportunities.
Interested in learning how a partnership with Study Group can help deliver results like this at your institution? Contact our team to arrange a time to discover what a collaboration could look like.